It’s often been said that “perception is reality.” That’s one of the problems facing the Coca Cola Company and other soft-drink marketers as they address a variety of marketing communication issues. For example, Big Soda has been linked to the issue of obesity around the world. In addition, Coca-Cola has been singled out for criticism for its operations in key emerging markets such as China and India. And, as soft-drink consumption declines, the company must find new and authentic ways to communicate with customers.
Health experts point to scientific evidence that beverages containing sugar or other sweeteners, including Coca-Cola’s core soft-drink brands, are one factor contributing to the growing obesity problem. The obesity controversy was spotlighted when New York City Mayor Michael Bloomberg launched an advertising attack on sugarfilled beverages. Print ads, created in conjunction with New York’s Department of Health and Mental Hygiene, included the bold headline “Are you pouring on the pounds?” The ads appeared on subway posters, educational brochures, and the Internet (see Exhibit 13-13).

What’s more, high-end U.S. grocery chain Whole Foods Market does not stock Coke in its stores. Why? Founder and CEO John Mackey is on a mission to bring healthy food to the world, and the company emphasizes natural and organic grocery items.
Coca-Cola is one of the world’s truly iconic brands: It ranks number 3 in Interbrand’s annual rankings, just behind Apple and Google. However, sales of Coca-Cola have been declining as consumers switch to bottled tea, juice, and water. Perhaps that explains why, in the Financial Times 2016 Global Brands survey, Coca-Cola fell 5 points,
to number 13. Only a year earlier, in the 2015 survey, Coca-Cola had ranked number 8.

Questions
1. Do you believe that soft drinks and other sugared beverages contribute to obesity, diabetes, and other health-related issues?
2. Assess the timing and effectiveness of Coca-Cola’s response to consumer concerns about sugar intake and the obesity controversy.

3. Coca-Cola and its advertising agencies developed a new global campaign keyed to the tagline “Taste the feeling.” Assess its potential.

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ARE YOU POURING ON THE POUNDS? DON'T DRINK YOURSELF FAT. Cut back on soda and other sugary beverages. Go with water, seltzer or low-fat milk instead. NYC Department of H&Matal